Content
1.Introduction
2.Analyze the marketing of using ( 4-7P), the products of L.A in UK
3. Analyze the finance forecast, costs and planning how to create profits in L.A company
4. The characteristics of goods & services L.A
5. Differentiation and positioning strategies of L.A
6. Conclusions
Reference
UNDERWEAR COMPANY
1. Introduction
In this case, I will make some ideas 本
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an underwear company that I plan to establish in UK
An organization’s success depends on its ability to identify to the changing needs of its
customers and continuously respond to fulfill their need. Customers face a growing range of
choice among underwear and services they can purchase and they make purchase decisions on
the basis of their perceptions of the use of products including the perceived value-added services.
Mowen & Minor (2001) defined consumer behavior as the study of the buying units and the
exchange processes involved in acquiring, consuming, and disposing of goods, services,
experiences, and ideas.
Today, customers have higher and rising expectations toward the quality of product and services.
Customers will inevitably gravitate to the offerings that best satisfy their individual needs and
expectations. Therefore today’s market leaders are those who succeed in best satisfying their
target customer. They are market and customer-orientated rather than product or cost-driven.
L.A describes its positioning as a 'service provider", emphasizing the intangible benefit of "a
better-living" while describing its tangible product as "a wide range of contemporary flat-
packed underwear at an affordable price, good design and function". L.A understands that
consumer’s life styles are changing constantly and hence the underwear is becoming more fashion
orientated. Consumers want to change their underwear as they change their clothes - according to
what is fashionable and it is no longer necessary to pay a lot of money for underwear with
fashionable design.
In order to sustain in the competitive market, L.A has formed and developed their image as the
underwear service provider which offering fashionable underwear at affordable prices. L.A tends
to offer "a wide range of underwear items of good design and function, excellent quality and
durability, at price so low that the majority of people can afford to buy them.
2.Analyze the marketing of using ( 4-7P), the products of L.A in UK
McCarthy(1981) has popularized
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